b'SECTION 09 DEMONSTRATE RETURN ON INVESTMENT DemonstrateTip 1: Relationship structure The people running your community need return onto understand your business goals or theAs well as establishing who will be managing the relationship, its also important to establish probability of achieving a solid ROIthe timelines and regular contact points At plummets. If your platform provider willResearchbods we nd a three-tiered contact also be running your community its criticalstructure works well. that you manage that relationship.investment All too often weve seen platform They will be in contact with dierent teams providers send senior people to a pitch(data, research, etc.) within the provider for who vanish as soon as its won, leavingmore eective, joined-up resolution of projects in the hands of far lessissues. experienced staff. You need a single, They can build personal relationships with dedicated senior figure to serve as the point of contact and responsibility. Basingyour own senior people and act as your the relationship around a dedicated Clientadvocate on the supplier-side with full Director has several advantages.understanding of the aspirations of the partnership.Senior involvement gives the platformThey will be in contact with dierent teamsprovider more skin in the game - a (data, research, etc.) within the provider forgreater stake in the communitys success. In the first book in this series we talked about Insightmore eective, joined-up resolution of Community ROI in a general sense. We looked at aissues. A Client Director will have more business and marketing experience and can better number of ways in which it could be defined and tracked. They can build personal relationships withunderstand your strategy, goals and your own senior people and act as yourissues, making it easier for the Insight In this section well look at ROI from a slightly different angle, discussing the relationshipadvocate on the supplier-side with fullCommunity to provide relevant solutions between the platform provider, the community owner, and the internal stakeholders.understanding of the aspirations of theand genuine customer focus. A successful return ultimately derives from the level of understanding and partnershippartnership. these parties achieve.Senior involvement gives the platformWith the right relationship and provider more skin in the game - a greater stake in the communitys success.communication structures in place, it becomes a lot easier A Client Director will have more businessand marketing experience and can betterto define and measure ROI. understand your strategy, goals and issues, making it easier for the Insight Community to provide relevant solutions and genuine customer focus. 57 | INSIGHT COMMUNITIES 2023 58 | INSIGHT COMMUNITIES 2023'